To coincide with the re-launch of Pop Mie’s new instant noodle packaging, JWT Indonesia has created a fully integrated campaign, ‘Pop Up Your Life,’ that includes an online-offline crossover inviting consumers to appear in upcoming TVCs. According to the agency this is the first time this user face embedded TVC has ever been done in Indonesia.
Through above the line channels people are invited to visit www.popupyourlife.com, a playground of features, welcoming viewers to participate in numerous ways including an augmented reality game using the new Pop Mie package as well as a section for uploading your photos to be embedded into three different Pop Mie TVCs. Once uploaded, these photo-embedded TVCs can be shared on YouTube, Facebook and Twitter.

The campaign will come full circle when, for each version of the TVC, five people will be chosen to be aired on national TV with their ‘winning faces’ appearing in the commercials. The first TVC will be aired in November, followed by the next two spots rolling out in December and January.

Ivan Hady Wibowo, Executive Creative Director, JWT Indonesia states, “The campaign is a first for Indonesia in exploring this type of interaction with ‘new media’ and we are proud to be pioneering it in the market. We are very fortunate to have a client who believes in and champions new ideas like this.”

“It’s very encouraging to see the response the campaign is receiving–over 10,000 people are participating every day, and it’s becoming a hot topic on Twitter,” says Evelyn Atmaja, GM Sales and Marketing, Indofood Sukses Makmur. “The campaign reflects the lifestyle of Pop Mie’s 20-something audience, speaking directly to them; which is why we’re seeing such an overwhelming response.”

JWT won the Indofood Pop Mie account back in May of this year. Pop Mie is the leader in the cup noodle segment in Indonesia.